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Technical SEO in 2018.
New metrics,
new technologies
and new challenges.

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3
latest
SEO
trends
Performance as a ranking factor
JavaScript IndexingJS
Mobile First1

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3
latest
SEO
trends
Are these actually connected?
Performance as a ranking factor
JavaScript IndexingJS
Mobile First1

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How is JavaScript affecting
performance?

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Have you heard
about the 2 waves of
JavaScript indexing?

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Read more: ele.ph/budget

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THE REAL COST
of
JavaScript

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JavaScript HTML

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The Guardian vs. CPU
A Case Study

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It is believed that
The Guardian
& Amazon are
performance
superstars

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„many of us still look at sites
like Amazon’s or the Guardian’s in awe”

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How fast do you think
The Guardian loads?

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137

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But this performance
comes with a price…

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JavaScript
“lives” in your
CPU

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CPU

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Go to Chrome Dev Tools →
Performance
CMD + OPT + I
CTRL + ALT + I

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HIGH END MACHINE - THE BEST CPU
YOU CAN HAVE IN A MACBOOK

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Slower CPU
Load Time – 90 seconds

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CPUs 1-on-1

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Source: https://medium.com/dev-channel/the-cost-of-javascript-84009f51e99e

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3G + Moto G4

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Unfortunately not all websites
are like The Guardian…

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accuweather.com
#47 MOST POPULAR WEBSITE IN THE UK

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SECONDS TO FIRST
MEANINGFUL PAINT
HIGH END CPU
#SMX #XXA @bart_goralewicz

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6
sec

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SECONDS TO FIRST
MEANINGFUL PAINT
(Moto G4’s CPU)
#SMX #XXA @bart_goralewicz

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13 SECOND DIFFERENCE
BETWEEN A HIGH END CPU
AND A SLOW CPU (!)

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…enter

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Rewriting
JavaScript

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Technical SEO in 2018 - New metrics, new technologies and new challenges.

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What did they need
React for?
Language switcher
Buttons on the bottom
of the page
Client side login library

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~300 lines of code written
~200 kB removed

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50%50%
performance improvement

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Netflix’s performance
doesn’t depend on the
client’s CPU that much

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AMP – BBC.COM
Netflix.com Netflix.com @ Moto G4

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Key problems with JavaScript

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The cost of JavaScript.
Real world problems.
HARDWARE NETWORK

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Where does
JavaScript
live?
Real world
problems.

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How does it all affect mobile first?

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Performance on mobile depends
on 2 key factors.
1. Mobile’s CPU
2. Network (2G, 3G, 4G)

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Let’s translate it
to data

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of mobile connections
occur over 2G
worldwide
45%

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of mobile connections
occur over 2G or 3G75%

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So we can assume that your average
user is visiting your website through a
2G or a slow 3G connection …

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… on a Motorola G4

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How would it
affect the loading
of e.g. CNN?

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Source: https://medium.com/dev-channel/the-cost-of-javascript-84009f51e99e
Addy Osmani
engineering
manager
at Google working
on Chrome.
9s

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But mobile websites have less
JavaScript… DUH!
#SMX #XXA @bart_goralewicz

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4 seconds
0.065 seconds
~200 KB to process

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But before we take a deep dive into
performance case studies - let’s take
a step back

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Why is
performance
a ranking factor
now?

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It is impossible to
predict a website’s
performance on a
mobile.

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We need
RUM!!!
Real
User
Metrics

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Enter – The Chrome User
Experience Report

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Why can’t Google just measure
performance during crawls?

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We need an objective crowd–measured metric!

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So is
The Guardian
fast?

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According to CrUX…

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…it is fast AF!

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Chrome User Experience Report Data

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Chrome User Experience Report Data

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With performance it isn’t about 1 metric only.
• First Contentful paint
• Onload
• DOM content loaded
Also: e.g. time to interactive

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2 key metrics according to
1. First Contentful Paint
2. DOM content loaded
https://ele.ph/wtf

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The other question is:
How exactly does Google
measure it with Chrome?

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It’s
complicated

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The First Contentful Paint Mystery

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Source: ele.ph/fcp

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“We don't yet have a standardized
definition for FMP (…)”
Source: ele.ph/fcp

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Images Headlines

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The Guardian BBC
3G
+
MotoG4

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AMP – BBC.COM
AMP – BBC.COM TheGuardian.com
(no AMP)

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If you are not sold on the
JavaScript, performance & mobile first
shenanigans yet…
JS 1

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Developers hate me. I can
make The Guardian fully load
within 2 seconds with this one
simple trick...

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Performance metrics re-invented.

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GTmetrix
Webpagetest
Chrome Dev Tools
Page Speed Insights
Chrome User
Experience Report

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Load Time is dead!

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mostly returning visits mostly search visits

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A new game & new rules
User devices
CPU performance
CDN
Network speed (2G – 5G)
First paint vs. Loaded vs. EIL etc.
% of returning users vs. new users vs. performance
Safari vs. Chrome

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Outro:
JavaScript is great but just like sugar, coffee,
booze & drugs. Use it wisely.
If you want to rock @ Mobile First SEO, get familiar
with JavaScript SEO
BigQuery & Chrome User Experience Report is your
friend (even though it plays hard to get)
JavaScript is
great but just like
sugar, coffee,
booze & drugs -
use it wisely.
If you want to
rock @ Mobile First
SEO, get familiar
with JavaScript
SEO
BigQuery & the Chrome
User Experience Report
is your friend (even
though it plays hard to
get)
OUTRO

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Mobile first
Performance as a ranking factor
JavaScript SEO
=
JS
1

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Maria’s session spoiler:
JavaScript & PWAs.
What SEOs Need To Know.
Tomorrow 1 PM

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Download my deck
@
ele.ph/smxlondon

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
bartosz@elephate.com
@bart_goralewicz